If engineers were in charge, there would be no time zones. Brits would get up at 08:00, Indians at 04:00, and Americans at 12:00/13:00/14:00 depending on location. Shops would set their opening hours relative to local sunrise. It's already the case that work-shifts span calendar days for many people, and that franchise locations have differing hours of business, and that fuckwits telephone you when you're trying to sleep.